TikTok is officially more than a place to scroll and be entertained. It’s where consumers discover, evaluate, and buy. And with the launch of new tools like TikTok MarketScope, brands now have the insights to turn attention into action — across the entire funnel.
Let’s break down what’s new, why it matters, and how to use it to your brand’s advantage.
MarketScope: One Dashboard to Rule Them All
TikTok’s new MarketScope platform is designed with a clear goal: help brands make sense of what’s working (and what’s not) across their entire TikTok marketing ecosystem — from organic to paid, from awareness to conversion.
This isn’t another top-line dashboard. MarketScope is powered by TikTok’s own first-party, real-time data and pulls together signals from multiple campaign touchpoints. The result? A one-stop shop for insights that show exactly which content, creators, placements, and ads are actually moving the needle.
A few standout features:
- A full-funnel view of users’ journey, from scroll to sale.
- The ability to measure impact across awareness, consideration, and conversion stages.
- Vertical-specific models that quantify purchase intent.
- Industry benchmarking to understand where you stand against competitors.
This is a big deal.
Most marketers are already running full-funnel efforts on TikTok. But until now, results were fragmented across tools and platforms. MarketScope brings it all together — so you can connect the dots, faster.
TikTok’s New Reality: Where Attention = Action
TikTok isn’t playing by the traditional rules of the marketing funnel anymore. It’s built a discovery loop that blends entertainment, education, and ecommerce—where users can discover a product, learn more, and check out, all without leaving the app.
And it’s working. Just look at the numbers:
- 75% of users say they consider a brand after watching TikTok content.
- Searches per session are up 40% year-over-year, proving that TikTok has become a go-to discovery engine.
- Over 60% of users report making a purchase directly from TikTok content or ads.
This isn’t passive scrolling. It’s intent-rich behavior, and it’s time brands start treating it that way.
Search Ads Are Your New Secret Weapon
If you’re still thinking of TikTok Search Ads as a nice-to-have, it’s time to rethink your priorities. With daily searches up 40% year-over-year and crossing 4 billion globally, TikTok has cemented its role as a search-first platform where discovery meets intent.
To support this behavior shift, TikTok is rolling out a Search Center — a centralized hub for campaign planning and optimization. It includes:
- Keyword planning tools with estimated monthly volume
- Ad relevance testing to align creative with search terms
- Scalable negative keyword management across accounts
That’s not all. TikTok is doubling down on performance capabilities:
- Search Ads now support web conversion and traffic objectives, with app promotion in alpha later this year.
- Catalog integration allows advertisers to pull product data directly into campaigns—streamlining setup and boosting performance.
- Image ads are winning big, with a 5x higher likelihood of appearing in the top result and 10x more landing page views than video-only placements.
Advertisers are encouraged to start broad and let TikTok’s systems gather data during the learning phase. Then, refine targeting as insights roll in.
And the AI-powered enhancements? They’re built to drive results:
- Automated keywords
- Smart thumbnails
- Multi-text ads that adapt to user behavior
Plus, the Search Health Program gives real-time feedback on your campaign setup, so you can align to best practices based on your goals—whether you’re optimizing for scale or efficiency.
As TikTok moves toward even deeper integration with TikTok Shop and expands its agency and API partnerships, one thing is clear: Search is no longer a sidebar—it’s central to performance.
TikTok Shop + Automation = Scalable Commerce
TikTok isn’t just influencing buying decisions. It’s powering them. With over 15 million sellers using TikTok Shop, the platform has become a global commerce engine.
What’s fueling the growth?
- Smart Placements and Catalog Ads deliver personalized, shoppable content based on user behavior.
- Automation tools like SmartClass drive targeted product recommendations and facilitate scalable creator collaborations.
- Some brands have seen up to 417% increases in search volume and 54% lifts in purchases after integrating these tools.
TikTok is making it easier to move users from swipe to sale, and do it at scale.
Creative Just Got Smarter (and Easier)
TikTok knows that creative fatigue is real, and that constantly refreshing assets can be a heavy lift. That’s where its suite of AI-powered tools steps in.
With Symphony Creative Studio, TikTok 1, and tools like GMV Max and SmartGlass, brands can:
- Automatically remix and refresh assets
- Generate TikTok-first creative tailored to performance insights
- Reduce manual work and streamline production
These tools aren’t just about efficiency, they’re already delivering results. By automating targeting and creative delivery, brands are seeing better ROI and faster turnaround times.
More UGC, Less Stress
TikTok’s Content Suite is another major unlock for marketers. Instead of manually sifting through creator content, brands can now tap into a platform that delivers:
- Up to 44x more results than manual UGC sourcing
- Built-in brand safety and faster approvals
- A streamlined workflow for finding, licensing, and using creator content in campaigns
So, What Should Brands Be Doing Right Now?
Here’s the bottom line: TikTok is no longer just a top-of-funnel play. It’s a full-funnel powerhouse. And the platform’s latest updates, especially TikTok MarketScope and AI-driven tools, make it easier than ever to turn attention into action.
What we recommend:
- Tap into MarketScope to see what’s driving real results across organic and paid content.
- Incorporate Search Ads to meet users at the moment of intent.
- Lean into automation—from product recommendations to creative versioning.
- Use TikTok Shop to deliver personalized, shoppable experiences.
- Double down on creators with UGC tools that make content sourcing safe and scalable.
Final Thoughts: Full-Funnel Isn’t the Future; It’s Already Here
TikTok has flipped the script on how consumers interact with content and make decisions. If you’re still siloing your brand awareness and performance strategies, you’re leaving opportunity on the table. The brands that win on TikTok aren’t just chasing trends—they’re using tools like MarketScope, AI-powered creative, and shoppable media to deliver relevance, at scale, every step of the way.
It’s time to level up your TikTok strategy. The tools are here. The data is ready. The audience is waiting.